Can I ask what the difference was?
Hi Zexel - very happy to share - especially if it saves you or anyone else time when looking at bikes. It's not a quick process when visiting a shop I found.
Current bike - alu frame / carbon front fork Terry Dolan frame that is 5-6 years old with Fulcrum Racing 7 wheels. Until a few months ago I didn't know that carbon takes out a lot of the bumps that I feel. For more than one reason I am going for the Trek 4.7 even though I didn't intend looking at them cos I am a bit of a snob, they put their name 12+ times on the frame and I've respect but not a lot of love for Armstrong. The bikes I tried out on roads that had rough and smooth surfaces and aimed for small holes deliberately - the differences in their ride are:
Willier Mortirolo - Did a decent job of taking out bumps but managed to be hard too. Then I am told it is more of a race bike and it kind of makes sense.
Spesh Tarmac SL3 - Rode the SL2 (my budget) that a friend has but only on his drive so thought I may like this. It was very stiff and probably faster than some as a result but the number of bumps I could feel reminded me too much of my current bike.
Spesh Roubaix Expert - The Expert was above my budget but available to try - the contrast to the SL3 was huge, it was almost comparable to the titanium I tried last year - which had felt like it put a thin layer of rubber between me and the road. Though I could feel some stiffness too.
Trek Madone 5.2 & 4.7 - Compared to the 2 Specialized the Trek was in the middle. I tried the 5.2 as they had one in close to my size (I am 6'3") and a week later a 4.7, which I am buying. They felt very similar to each other which Trek say they aim to do throughout the range; took out a lot of bumps entirely - a lot more comfortable than the Tarmac and not quite as cushioned as the Roubaix but similar.
Scott CR1 Pro - I tried this towards the end of last year so from memory would say it is closest to the Treks. It felt twitchy too - though a friend has a 5-6 year old CR1 which he says is twitchy, this could mostly if not entirely be due to the fact that it was a 56cm and I need 60cm.
The comfort from the ride and set up is important to me as I don't intend to ever race and want to do more and longer sportives and have some real niggles in my neck. I am also buying the 4.7 because of other reasons including liking the shop and the guy who served me, his knowledge and how he will set the bike up for me. I am not knowledgeable enough to have confidence in how I would do the latter. Such as when I got back from trying a Trek the first time he changed the stem length. I didn't like the feel when I got out of the saddle, it didn't feel stable - he said it would be down to weight distribution and I felt overstretched - he was right the bike changed hugely for the better.
Hope that helps.